“..There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says “Morning, boys. How’s the water?” And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes “What the hell is water?”

Now replace the word ‘water’ with ‘digital’

Businesses continue to think of digital as something separate. Consumers don’t see it like that. To them, it’s just part of their life. It’s all around them and just something that is.